2016 Fiscal Year Final Research Report
Improvement of regional brand through city marathon
| Project/Area Number |
15K16475
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Sports science
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| Research Institution | University of Marketing and Distribution Sciences |
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Principal Investigator |
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| Project Period (FY) |
2015-04-01 – 2017-03-31
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| Keywords | 市民マラソン / 地域ブランド / ブランド・パーソナリティ / パーソナリティ・フィット / イベント満足度 / ブランド認知 / 目的地・イメージ / 目的地・ロイヤリティ |
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| Outline of Final Research Achievements |
The purposes of this study were to investigate: the effects of personality fit between sporting events and destination on event satisfaction and destination loyalty; and the influences of event satisfaction on brand awareness, destination image, and destination loyalty. With regard to the research 1, the results showed that Excitement/ Competence in personality fit had a positive effect on the event satisfaction, while event satisfaction was an important predictor of destination loyalty. Regarding the research 2, the results indicated that event satisfaction had directly influenced on the brand awareness. Next, brand awareness had positive effects on infrastructure, attraction, and value of destination image. Finally, infrastructure, attraction, and enjoyment were an important factor of destination loyalty.
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| Free Research Field |
スポーツマネジメント
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